Holland America Invests in Half Moon Cay for Quieter Caribbean Cruises

Holland America Line (HAL) is placing its private Bahamian destination, Half Moon Cay, at the core of its new “Refreshingly Free” campaign, emphasizing spacious mid-sized ships, quieter beach days, and service-forward experiences as an alternative to the amusement-park-style features offered by larger competitors. The spotlight on Half Moon Cay, rebranded as “RelaxAway at Half Moon Cay”, includes a substantial investment from HAL and its parent company, Carnival Corporation, to address overcrowding concerns through enhanced infrastructure, expanded amenities, and direct docking capabilities.

Half Moon Cay: The Heart of Holland America’s Caribbean Strategy

Named the “Best Private Island” for 20 consecutive years, Half Moon Cay has long served as a hallmark of HAL’s Caribbean itineraries. According to Kacy Cole, Chief Marketing Officer for Holland America Line, the island is a key component in demonstrating how the brand can stand apart. “There’s a lot of overcrowded beaches, and one of the things that we can bring is Half Moon Cay,” Cole said, noting the importance of offering calm, beach-focused getaways. This private island setting underlines HAL’s aim to counter the perception that Caribbean cruising must involve long lines and massive onboard attractions.

Major Upgrades Transform RelaxAway at Half Moon Cay

The multi-phase redevelopment, now dubbed “RelaxAway at Half Moon Cay,” will introduce new infrastructure designed to accommodate both HAL’s mid-sized ships and larger Carnival vessels, particularly the Excel-class ships. Key enhancements include:

• A new two-berth pier for direct docking, eliminating dependence on tender boats.
• A north-side arrival plaza with expanded dining venues, island-themed bars, and a tram network for easier access across the island.
• Upgraded facilities on the south side, including a refreshed beach club, renovated lunch venue, and an updated shore excursion area.
• Additional loungers, cabanas, and shaded seating areas to reduce crowding and improve guest comfort.

These developments are intended to balance HAL’s intimate, service-oriented approach with the needs of larger ships, dispersing visitors more efficiently while preserving the island’s serene atmosphere.

Holland America’s “Refreshingly Free” Campaign

The “Refreshingly Free” marketing initiative highlights what HAL has purposefully chosen not to offer, such as rollercoasters, waterslides, and ziplines, while underscoring the line’s focus on mid-sized vessels, attentive service, and curated culinary experiences. Holland America also touts its Global Fresh Fish Program and relaxed on-island getaways as differentiators in a market where mega-ship amusements dominate.

“For more than 150 years, Holland America Line has elevated travel by sea, and now we’re excited to spotlight what makes our brand so different in the Caribbean, the elements on board and ashore that truly set us apart for guests who seek an alternative to amusement parks and overcrowded spaces,” Cole said. “We’re creating experiences too good to hurry through that reflect exactly what our guests want and what they’re happy to leave behind.”

Industry Trends: Investing in Private Islands

HAL’s move reflects a wider industry trend of cruise lines investing in exclusive island destinations. Competitors such as Royal Caribbean, Disney Cruise Line, and Norwegian Cruise Line have each introduced or expanded private locations to lure passengers seeking resort-like amenities offshore. These destinations serve as controlled environments where lines can tailor activities, manage capacity, and offer guests an experience distinct from traditional port calls.

While many cruise operators build out high-adventure attractions to differentiate their offerings, Holland America remains focused on refined relaxation that avoids large-scale amusements. The upgrades at Half Moon Cay, anchored by the new pier, are designed to give travelers a more spacious escape, reinforcing the campaign message of being “Refreshingly Free” from crowds and congestion.

Promotional Deals Enrich Guest Value

Alongside the “Refreshingly Free” campaign, HAL is running a “Travel by Sea” promotion from June 5 through July 31, 2025. This offer includes:

• Up to 40% off cruise-only fares.
• Free prepaid gratuities, a meaningful onboard cost reduction.
• Free fares for children, appealing to multi-generational families.
• 50% reduced deposits, encouraging earlier bookings.

The promotion aligns with the new branding effort and the island enhancements, providing added value for travelers who seek an upscale, quieter take on Caribbean cruising.

Frequently Asked Questions (FAQs)

What is the “Refreshingly Free” campaign about?

It is Holland America Line’s initiative spotlighting what the brand deliberately does not offer, rollercoasters and waterparks, while emphasizing mid-sized ships, attentive service, and crowd-light destinations such as Half Moon Cay.

What upgrades are planned for Half Moon Cay?

The island, soon to be called RelaxAway at Half Moon Cay, will feature a new two-berth pier, updated dining options, a tram network, expanded lounging spaces, and renovated activity areas. These changes aim to enhance access and maintain a relaxed atmosphere.

How does this address overcrowding?

By accommodating more guests across multiple zones, through expanded beaches, dining venues, and enhanced transportation, HAL reduces congestion, allowing passengers to enjoy a calmer beach day.

Are other cruise lines investing in private islands?

Yes. Royal Caribbean, Disney Cruise Line, Norwegian Cruise Line, and others have poured resources into exclusive island properties. Each line aims to create controlled, customized vacation spots offering unique experiences and amenities.

Do children sail free under the Travel by Sea promotion?

Yes. Holland America Line’s current offer through July 31, 2025, includes free fares for children, making it particularly appealing to families seeking a relaxed Caribbean cruise vacation.

As these enhancements roll out in the coming years, Holland America Line is counting on Half Moon Cay’s tranquil setting, combined with the new pier’s docking efficiency and diverse amenities, to shape a more spacious, service-focused vision of cruising in the Caribbean.